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Abstract

The future competitive advantages for a successful tourism industry will most probably be built around effective mobile value services. Mobile value services create customer value with the support of mobile technology, a support which should be context-adapted and user-adaptive; this in turn will help to form new routines for tourists who will miss the service if they are not available. This will then create a market for mobile value services. In this paper we describe the development of a mobile guide service which is aimed at supporting tourists at the fortress of Bomarsund - one of the most important attractions on the Aland islands –which cannot be seen as it was completely destroyed during the Crimean War in 1854. We developed and implemented a tourist guide for mobile phones which tells the story of the fortress from different angles as the tourists walk through the ruins. We argue and show that the mobile tourist guide is a mobile value service and that it provides some useful lessons of general significance for building mobile value services.

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